Running head: MMGP POST-SALE SERVICE 1

MMGP Post-Sale Service

BUSI 520 Strategic Marketing Management

Liberty University
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Describe what post-sale service arrangements your firm must or should provide to
handle repairs/services.

MMGP Post-Sale Service

A post-sale service strategy is important to both discrete items and services. Discrete

items such as automobiles, appliances, electronics, and consumables typically include some type

of warranty associated with the item. Repair services include post-sale provisions regarding

parts and labor. As an example, if one takes a Toyota vehicle to an authorized service center, the

work is warrantied for twelve months, regardless of mileage (Toyota Service, 2017). For

many large expenditure items, post-sale service is considered a profit center. Szwejczewski,

Goffin, and Anagnostopoulo (2015) explain, After-sales was shown at the six case companies to

be an important source of revenue and profits but, more importantly, crucial to customers (p.

5350).

Conversely, food service, especially quick service restaurants (QSR), do not utilize

similar post-sales strategies. QSR service does not supply their customer with labor, warranty

issues, or replacement parts. The goals are to quickly serve the proper order at the quality

expected by the customer at the correct price. Restaurant success is contingent on proper

execution and the consumers opinion regarding the overall experience, which leads to customer

loyalty. Namin (2017) confirms, More loyal customers who choose to make the purchase and

decide on repeating their purchase in the future make the business more successful, which would

then help the business survive in a competitive market (p. 70).

Taco Bell (Taco Bell Refund, 2017) has established a simple, yet comprehensive

satisfaction guarantee, if a customer is not satisfied with the item they have ordered, they will

receive a replacement item. Taco Bell also uses customer empowerment to receive feedback

after the sale. Taco Bell prints an invitation to participate in an online survey on each sales
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receipt. The survey asks a variety of questions regarding the customers visit relating to service,

quality of food, and the overall experience (Taco Bell Survey, 2017). This method allows the

consumer to offer timely feedback regarding their last visit.

Since success is measured by customer opinion, the major objective is to grow and

sustain customer loyalty. Customer loyalty is driven by service, satisfaction, and brand image.

In order to build customer loyalty, Taco Bell must deliver exceptional customer service which

includes all of the facets previously discussed. If consumers are pleased with customer service,

Taco Bell will not only maintain but expand the customer base through loyalty and increased

sales. In particular, research regarding two emotion factors, comfort and annoyance, have a

considerable effect on the determination of customer loyalty. Han, Back, and Barrett (2009)

explain, Restaurant operators should enhance significant restaurant attributes (e.g., food,

service, or atmosphere) to elicit a higher level of comfort and decrease annoyance states (p.

571). Further discussion of this topic discusses the positive effects of an outstanding customer

experience, food, and service of a consistent standard, so consumers feel contented rather than

aggravated by their experience. As an example of implementing customer opinion, Taco Bell

expanded their Cantina Bell menu into the Cantina Power menu. The recent change offers twice

the protein, due to recognition of customer demands for higher protein offerings (Gallo, 2014).

One outstanding example of post-sale service regarding Taco Bell was the response to a

lawsuit regarding the filling used for tacos. The complaint cited the term seasoned beef was

inaccurate due to the content of the product which was claimed to be only 50% beef. In reality,

the content was 88% beef and 12% secret recipe per Taco Bell (Stempel, 2011). Taco Bell

used this lawsuit as an opportunity to launch a $3 million advertising campaign regarding the

purity and content of Taco Bell products. The name of the Taco Bell ad was a mischievous

Thank you for suing us (Stempel, 2011).

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References

Gallo, A. (2014, July 10). The power menu, Taco Bells appeal to protein junkies. The Wall

Street Journal. Retrieved from https://blogs.wsj.com/corporate-

intelligence/2014/07/10/taco-bell-to-beef-up-offerings-on-cantina-bell-menu/

Han, H., Back & K., Barrett, B. (2009). Influencing factors on restaurant customers revisit

intention: The roles of emotions and switching barriers. International Journal of

Hospitality Management, 28(4), 563-572. http://doi.org/10.1016/j.ijhm.2009.03.005

Namin, A. (2017). Revisiting customers' perception of service quality in fast food restaurants.

Journal of Retailing and Consumer Services, 34, 70-81.

doi:10.1016/j.jretconser.2016.09.008

Stempel, J. (2011). UPDATE 1-Lawsuit over content of Taco Bell beef dropped. Retrieved

from http://www.reuters.com/article/yumbrands-tacobell-lawsuit-

idUSN1929007420110419

Szwejczewski, M., Goffin, K., & Anagnostopoulos, Z. (2015). Product service systems, after-

sales service and new product development. International Journal of Production

Research, 53(17), 5334-5353. doi:10.1080/00207543.2015.1033499

Taco Bell Refund. (2017). Retrieved from https://www.tacobell.com/

Taco Bell Survey. (2017). Retrieved from https://tellthebell.com/

Toyota Service. (2017). Retrieved from

http://toyota.custhelp.com/app/answers/detail/a_id/7770/~/i-had-a-part-replaced-at-an-

authorized-toyota-dealership-under-warranty.-what